Wednesday, 17 October 2012

Seminar 1 - Psychoanalysis

Psychoanalysis is the attempt to understand the mind and access the unconscious.
Unconscious - has an affect on our thoughts, behaviour and doings.
The area of the mind which should be locked away, the id.

-Studying hysteria patients
-Super ego: The development of controlling repressed desires and feelings.
-Ego: Conscious
-ID: Deep, unconscious things.

The century of the self: One happiness machine

Notes from the documentary

-Individuals in society were know for chaos.
-Freud's nephew, Edward Bernays was the first person to take Freuds ideas and use them to manipulate the masses.
-Aim for all consuming domination.
-Freuds ideas used to be hated by Vienna, the people would not follow the views of psychoanalysis as it was seen as a threat to their self and their control. 
-People had the power and selling your self was not allowed/ seen acceptable. 
-The self created empire would be destroyed if you let your feelings out.
-Freud said animalistic feelings were dangerous, that's why they are repressed.
-War between America, Austria and Germany - time for order for world peace, Bernays visited Paris age 26 to promote propaganda. 
-Propaganda had a negative name, so Bernays renamed it 'Public Relations'.
-Bernays was a public relations officer, determined to change the ways of the public.
-George Hill, president of American tobacco company co.
-Hill employed Bernays to advertise cigarettes, identify what the cigarette meant. Symbolically the phallus.
-There was an encouragement to smoke through the women's liberation movement in the United States. 
-Torches of freedom was the idea of liberty, holding the torch of freedom, for a woman holding a cigarette would mean exactly that.
-Sales of cigarettes went higher as woman felt socially acceptable smoking, they felt more independent and powerful. 
-It was irrational that women smoked, they were purchasing for an engagement, an emotional connection.
-The advertising tactic was to shift America from need to desire, Bernays had to appeal to the masses.
-Bernays was the man who understood the mind of the crowd through mass consumer advertisement.
-It was seen the the President at the time employed Bernays, the president entertained celebrities.
-Following headlines said 'The president nearly laughed'.
-Bernays promoted Freud in the US.
-Freud began to believe that man was an impossible and bad species. Worse in large crowds, enjoyed torch-ring.
-Nation of animal instincts - driven by the spine and not by the mind, animal behaviour.
-Strategy of of social control was the key.
-Bernays tapped into the peoples deepest desires and fears and fulfilled them to their advantage.
-Managing masses - feel good medication. Changing their relation of power to containing.

Further notes from documentary

Tobacco products - Code of practice
Silk Cut company - Advertising

-Not allowed to be associated with glamour, sport, business or success.
-No evidence of masculinity or femininity.
-'Advertisement should not seek to actively persuade people to start smoking'.

In 1984, the Gallaher Group hired Charles Saatchi's ad agency to design an innovative ad campaign which would obey U.K. 
THEMES: Luxury, purple, sex, horror, male and female genitalia. 

1. The "Haggis" ad.

2. "Silk Cunt" - Charles Saatchi's 1983 Saatchi & Saatchi ad for Gallaher that launched the "silk cut" theme - described as the most successful cigarette advertising campaign of all time. Gallaher's "Psycho" ad followed it..

3. ''Can can scissor dancers''. Signs of the female form are depicted, as well as relationship between object and material. (scissors and silk)

4. "Dying for a Slash" - M & C Saatchi's pawn outside the toilet, with a knife on the door.

I feel its necessary to summarise my views on the silk cut advertising campaigns. 
It's evident that the themes within the ads have elements of luxury due to the deep purple silk depicted in every image, the royal purple has associations with richness, wealth, quality and importance.  

The matter of silk being in every image is to remind the viewer of the 'silk cut' brand name but not entirely promote it.

Many of the ads are in fact puzzling, the concept isn't fully clear until figured out and the message is often accepted subconsciously. For example image number 3 (Can-can dancers/scissors) is a textual allusion, the act of scissors opening and closing is a representation of a female doing the same with her legs. A juxtaposition of a sexual message and an objective purpose.

Many of the ads have a surreal and fantasitical nature about them, some refer to dramatic sexual acts whereby using sharp objects such as nails, knifes and saws which could be interpreted as a phallus being the subject of an act, I think the connection can be made obvious as there is a recurring sexual reference throughout all the ads. however these objects are also tools used to cut some thing, a scientific method which is actually normal. 

I believe there is a break in the code of practice, i can see evidence of masculinity and femininity all over every ad, a male is stereotyped to be strong, a character of defence which could be associated with the metal man made objects used throughout the ads, a representation of the man. Where as females are portrayed as subtle, attractive and sensual characters which is associated with the nature of the fabric silk- very feminine. 

I think the act of violence which is shown in these ads is quite disturbing yet some how acceptable as there is no evidence of people in the acts, perhaps the message is supposed to be power and penetration rather than sexual mutilation, or both.

To conclude i believe the use of subjective and subconscious messages is a very clever way of advertising. Freudian methods which may be relevant to my work at some point. 

Art and advertising

Lucio Fontana's paintings

Notes from campiagn live

The inspiration for it was the paintings of the Italian conceptual artist Lucio Fontana and the volcanically temperamental agency creative and art collector Charles Saatchi.
The Saatchi & Saatchi founder had acquired several paintings by Fontana, who, in 1949, began evolving his trademark style of puncturing and slashing his canvases.
Saatchi was convinced Fontana's technique was the perfect fit for the agency's big-selling Gallaher brand. Paul Arden, then the agency's creative chief, later remembered how Saatchi told him: "Here is the next campaign for Silk Cut. Photograph it."
Arden had grave doubts, but Saatchi brushed them aside. "When we pointed out that silk being cut was a concrete idiom, a visual pun that would not work in any other language but English, Saatchi would have none of it."
Saatchi was proved right. The Fontana-inspired Silk Cut work, which had no copyline and used the brand's signature purple colour, became one of the cleverest poster campaigns ever seen in Britain.


No comments:

Post a Comment